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500 visitors a day for three months. “Retailers in the
area will benefit from the education and excitement the
pop-up generates,” says DeLyser.
The California avocado crop for this fiscal year
(November 2017-October 2018) is estimated at 374.6
million pounds, with peak volume available now through
Labor Day. “The period of the American summer holidays including Memorial Day, Fourth of July and Labor
Day coincides with peak availability of California avocados and provides excellent opportunities for retailers to
tie into those events with merchandising that highlights
the origin of the fruit,” DeLyser says.
California avocados will also be featured during Albertsons Cos.’ CAC-sponsored dietitian-led demos in July.
“The California Avocado Commission continues to
work with supermarket dietitians at participating retailers
to disseminate the great nutrition story about avocados,”
says DeLyser. The CAC has also created an American Heart
Association-certified recipe booklet that serves as a useful
tool for supermarket dietitian programs and retail displays.
To make the most of the avocado season, a well-stocked
and ripe supply is critical. DeLyser also finds that bagged
avocado programs represent a growth area for the category.
According to the United Fresh Facts Year in Review, sales
of organic produce reached $4.9 billion in 2017, up 7.3%
from the previous year. And while organic vegetables represent the lion’s share of organic produce sales, Nielsen
Fresh finds that organic fruits are on the rise.
“Organic produce has sustained near double-digit
growth for years now,” says Lally. “As it continues to grow in
size, it will be harder to maintain those same growth rates;
however, some categories are still very underdeveloped in
organic sales and represent untapped opportunity.”
Because fruit sales typically surge in the summer, high-
lighting organic fruit at this time of year may result in an
uptick in sales.
“Q3 is extremely reliant on fruit sales, with more than
56% of volume coming from fruit,” says Lally. “While
households can now purchase almost any produce year-
round, the lower prices of in-season fruit generally push
the increased consumption compared to other times of
the year. As more outlets carry organic produce, and at
affordable prices, this could also play a role in the contin-
ued growth of these items.”
Rainier Fruit of Selah, Wash., is hoping to boost sales of
level in our
Produce Fresh Business